Is Yellow Pages still a viable dental advertising medium given the decline of print directories? It depends sharply on market size, with viability higher in smaller markets and rapidly diminishing in larger ones. Yellow Pages, both print and online, has undergone dramatic decline as internet search has captured most of the directory function the printed book used to provide. The trajectory continues year over year, with print directories shrinking, online versions facing competition from Google and specialized review platforms, and the overall medium losing both reach and effectiveness. In smaller and medium-sized markets, the printed Yellow Pages may continue to produce [...]